Liverpool City Region Destination Partnership has strengthened its presence in one of the world’s fastest-growing visitor markets following a successful trade mission to India led by partners from across the North of England.
James Wood, Senior Tourism Manager at VisitLiverpool, joined the inaugural Great North Mission to India, representing Liverpool City Region together with colleagues from Marketing Manchester and VisitBritain. Also on the mission were civic leaders, businesses, universities and destination partners from across the North. The mission visited Delhi and Mumbai to strengthen relationships across tourism, trade, investment, culture and innovation.
Led by Steve Rotheram, Mayor of Liverpool City Region, the delegation brought together organisations from across the North of England to showcase the region’s strengths and build connections with one of the world’s most important growth markets.
During the visit, James met with leading travel buyers, tour operators and media, delivering presentations on Liverpool City Region’s visitor offer and exploring opportunities to attract more international visitors to the destination. He also took part in an interview with ITV News, helping raise the profile of Liverpool City Region on an international stage.
Interest from the Indian travel trade was particularly encouraging, with strong engagement from luxury travel operators and the meetings and incentives market. There a was also positive feedback from operators who James had previously hosted in Liverpool and are now bringing regular groups of visitors to the city region.
The mission comes at an exciting time for Liverpool’s visitor economy. Just days after the delegation returned to the UK, plans were announced for a major new official Beatles visitor experience in Liverpool, led by Apple Corps Ltd. and The Beatles Story. The development will create a world-class attraction in the city centre and further strengthen Liverpool’s international tourism
The announcement has particular relevance in India, which holds a unique place in Beatles history. In 1968, the band travelled to Rishikesh to study meditation with Maharishi Mahesh Yogi, a trip widely regarded as one of the defining periods of their career. The former ashram has since become known as the Beatles Ashram and remains a popular destination for fans from around the world.
James Wood said:
“India is a hugely important growth market for Liverpool City Region and it was fantastic to see such strong interest from travel buyers and tour operators throughout the visit.
“The feedback we received was extremely positive, particularly from operators already working with the destination, and there is clear potential to grow visitor numbers in the years ahead.
“Returning home to the announcement of Liverpool’s new official Beatles experience only reinforces the strength of our tourism proposition. The Beatles story has a unique connection with India and remains one of the most powerful reasons for international visitors to discover Liverpool.
“What really stood out was the appetite for authentic experiences, culture and heritage. Liverpool has all of those things in abundance, and our job now is to continue building relationships that convert that interest into future visits.”
India is forecast to become one of the UK’s most valuable inbound visitor markets, with annual visitor numbers expected to reach one million by 2030 and visitor spending forecast to reach £1 billion. Building strong relationships with travel trade partners now will help Liverpool City Region maximise future opportunities from this growing market.
Source: liverpoolcityregiondp.com
